A Bayesian Approach to Aggregate Planning Oriented to Retail Marketing

Authors

  • José Antonio Taquía-Gutiérrez Corporación Yanbal International (Perú)

DOI:

https://doi.org/10.26439/interfases2015.n008.572

Keywords:

supply chain, demand planning, quantitative marketing, bayesian forecasting

Abstract

The need to generate efficiencies in volume purchases or improve the accuracy of sales forecasts is based on integration efforts within organizations competing in retail channel pursuing gain market share. Long-term planning is usually restricted to a strategic planning guidelines, foresight scenarios or trade policies where the uncertainty of different variables generates little influence on tactical level planning. This article discusses the contribution of the Bayesian approach used to improve tactical planning in a highly dynamic environment due to the influence of changes in business strategies of medium and short term as usually occurs in retail marketing environment.

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Author Biography

  • José Antonio Taquía-Gutiérrez, Corporación Yanbal International (Perú)

    Candidato a doctor en Gestión Empresarial por la Universidad Nacional Mayor de San Marcos y magíster en Ingeniería Industrial por la Universidad de Lima, donde colabora con el Instituto de Investigación Científica. Actualmente desarrolla actividades laborales en Corporación Yanbal, en la que cumple el rol de senior de gestión de demanda corporativa. Es autor de “El arte de validar modelos de simulación: lineamientos para el análisis estadístico en el mercado de combustibles” y coautor de “Balanza comercial de los combustibles líquidos derivados del petróleo mediante dinámica de sistemas y simulación”, además de otros artículos publicados en revistas especializadas. Su interés académico se centra en los métodos cuantitativos aplicados a la gestión empresarial.

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Published

2015-04-04

Issue

No. 008 (2015)

Section

Research papers

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Last updated 03/05/21

How to Cite

A Bayesian Approach to Aggregate Planning Oriented to Retail Marketing. (2015). Interfases, 8(008), 27-47. https://doi.org/10.26439/interfases2015.n008.572

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